Internal NeXT video (1991)

Step-by-Step Tutorial: Understanding the Target Customer and Competitive Landscape

1. Introduction to Target Customer Analysis:

   • Steve Jobs introduces the importance of understanding the target customer, reasons for selecting products over competitors, and distribution channels to reach customers.

2. Identifying the Workstation Marketplace:

   • Recognize the key players in the workstation marketplace: Sun, HP Apollo, DEC, and IBM RS6000.
   • Understand the features like multitasking, networking, Unix usage, and development environment that set workstations apart from PCs and Macintosh.

3. Segmenting the Workstation Marketplace:

   • Discover that the workstation marketplace is not just one entity but consists of submarkets like science, engineering, publishing, medical, legal, etc.
   • Note that Sun has a significant market share in the professional workstation segment.

4. Market Growth Projection:

   • Anticipate the growth of the professional workstation market from 50,000 units in 1990 to 100,000 units in 1991 and potentially to 300,000 units in the future.
   • Realize the potential for capturing a substantial market share in this growing segment.

5. Factors Driving Market Growth:

   • Understand that the market growth is fueled by professionals moving from PCs and Macs to workstations for advanced networking, development environments, and database-driven applications.

6. Competitive Analysis Against Sun:

   • Recognize Sun as the major competitor in the professional workstation segment.
   • Identify NeXT's competitive strengths such as superior development environment, productivity apps, and interpersonal computing capabilities.

7. Key Competitive Strengths Against Sun:

   • Highlight NeXT's superior development environment, extensive suite of productivity apps, and advanced interpersonal computing features.
   • Emphasize the importance of showcasing these strengths to potential customers through developer camps, demo sessions, and videotapes.

8. Marketing Strategy Against Sun:

   • Implement a targeted marketing strategy to position NeXT favorably against Sun by leveraging competitive strengths and addressing customer needs effectively.
   • Encourage feedback and continuous refinement of strategies based on customer insights and competitive positioning.

9. Feedback and Continuous Learning:

   • Solicit feedback from the team and stakeholders on the effectiveness of the strategy.
   • Emphasize the importance of continuous learning, listening to customers, and refining the approach to stay competitive in the professional workstation market.

10. Conclusion:

    • Summarize the importance of understanding the target customer, competitive landscape, and key strategies to position NeXT effectively in the professional workstation market.
    • Encourage ongoing collaboration, feedback, and adaptation to ensure success in the evolving market landscape.